Most companies that sell signage and sign solutions are going through a transitional stage. The combination of changing consumer needs, the price rises of many supplies, and the need to more rigidly control non-wasteful supply chains have made the sign business management significantly more challenging. If your sign company has found success, then you’re already ahead of the game. However, you will be making a mistake if you plan to sit back and benefit from the work you’ve already put in. With more competitors than ever, sign shop owners need to prioritize growth, and that means adopting the right strategies while embracing a more diverse range of products and services.
Using Local Customers
In these days of ecommerce, many signage and printing companies only trade online. If you have a brick and mortar store, then you have an advantage that those ecommerce brands lack. By making the most of your geography, you can attract a wider range of local customers who will be more likely to use your services simply because they can find you more easily. That geography is also of value in terms of sourcing new services to offer.
Top Tip: Look at options like your local schools and colleges. They will often need more signage than standard businesses or private customers. Those educational facilities can have a wide range of printing and sign needs, so think outside of the box and offer to overhaul their football field layout. These types of unique services not only ground your company, but they also make for good copy in the local media, boosting your marketing while you earn.
Consider the Competition
Sign companies have a lot of competitors. From online printers and local stores, you need to ensure that you are leading the charge rather than racing to catch up. All businesses need to do a full investigation of their competitors, ideally as part of their business plan. You need to make sure that competitor research is ongoing, as it can not only give you ideas of what you might be doing wrong but can also inspire you to adopt new strategies. Look at the services that your competitors are selling and integrate something that will compete with them. When choosing new products or services, make sure that they:
- Provide customers with value
- Are something that you take the time to become an expert in
- Are related to your existing output and utilize your strengths as a brand
The more that you know what the trends are in this difficult sector, and the more proactive you are in staying one step ahead of the competition, the more likely that you will be able to work on brand growth.
Business growth relies on hard work and strategic planning. The more that you work on establishing your foundation, the easier it will be to build on it. Evaluate your employees, identify potential gaps in their skill sets, and offer training and development where needed. Always avoid the status quo and focus your everyday activities on finding new customers where you can and offering existing customers the services and products that they need. The more that you can provide your customers with value, the easier it will be to see your sign business grow.
